Like the best traditions, the “Movember” movement was born in a pub. It started in Melbourne, Australia, in 2003 when a group of friends were looking for a campaign to promote the moustache and at the same time have a bit of fun.

Encouraging men to grow a moustache for the 30 days of November (hence the name Movember, a contraction of the words moustache and November) has since become a tradition in 21 countries, with the aim being to promote what has now become a charity concerned with raising awareness of (and funds for) prostate and testicular cancer and mental health.

Maurice Lacroix has associated itself with this worthy cause, adapting its tagline for the occasion to “Your time (to grow a mo) is now”. The brand has also set up national “MO’rice Lacroix” teams to grow moustaches and raise funds for the charity.

Pontos S “Movember” limited edition by Maurice Lacroix

To celebrate its partnership with Movember, Maurice Lacroix has produced a limited edition of 11 Pontos S models with a caseband bearing the Movember moustache. Rather than simply donate the proceeds from the sale of these watches to the Movember cause, the brand has found a novel way to encourage people to join the movement and raise funds that is fully in line with the spirit of the movement.

Adam Garone, President of the Movember charity

While the first model (1/11) has been given to Adam Garone, the President of the Movember charity (who also becomes an ambassador for the Maurice Lacroix brand) and the last model (11/11) is reserved for the “International Man of Movember” (who will be chosen from among the winners of the best moustaches from each of the 21 participating countries), the remaining pieces will be won by the national “MO’rice Lacroix” team member who earns the most funds for the charity.

Budding moustache growers can join their national team at www.mauricelacroix.com/movember.